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SEO Best Practices for Financial Advisors in 2019 & Beyond

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SEO Best Practices for Financial Advisors in 2019 & Beyond

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Optimizing your advisor website for search engines like Google is certainly a hot topic lately and for a good reason!

SEO (search engine optimization) is something that we see many financial planning firms eager to excel in so that they can drive more traffic to their website, which in turn, can mean more potential leads.

Join us to learn some of the most effective SEO strategies you can start deploying on your site today, including:

- How to use Google Search Console to uncover top keywords and size up your rankings
- Controlling & optimizing your metadata
- Effective linking strategies
- And more!

If you prefer to watch this presentation please visit: https://bit.ly/2RsZsll.

Optimizing your advisor website for search engines like Google is certainly a hot topic lately and for a good reason!

SEO (search engine optimization) is something that we see many financial planning firms eager to excel in so that they can drive more traffic to their website, which in turn, can mean more potential leads.

Join us to learn some of the most effective SEO strategies you can start deploying on your site today, including:

- How to use Google Search Console to uncover top keywords and size up your rankings
- Controlling & optimizing your metadata
- Effective linking strategies
- And more!

If you prefer to watch this presentation please visit: https://bit.ly/2RsZsll.

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SEO Best Practices for Financial Advisors in 2019 & Beyond

  1. 1. SEO: Best Practices for Financial Advisors In 2019 and beyond
  2. 2. Housekeeping ● This webinar is being recorded. You will get a link to the recording and a copy of all slides tomorrow. ● Throughout the presentation feel free to use the chat box for public messages and Q&A panel for private messages with any questions. ● We’ll be launching polls throughout. Responses are anonymous and can be answered by clicking the buttons.
  3. 3. AGENDA What We’ll Discuss & Why It’s Important ● Ranking factors that matter and how to optimize your website ● How to unlock keyword rankings in Google Search Console ● The importance of backlinks ● How to setup and optimize your Google My Business listing
  4. 4. YOUR GUIDE Samantha Russell Chief Marketing & Business Development Officer
  5. 5. 1 SERP Introduction
  6. 6. SERP SERP = search engine results page ● Results based on searcher’s history, and THEIR location ● #1 organic result drives 33% of all clicks ● Top 3 organic results capture 61% of all clicks ● Less than 6% of people advance to page two ● Paid listings get 10% or less
  7. 7. 2 On-Page vs. Off-Page
  8. 8. ON-PAGE vs. OFF-PAGE On-Page Off-Page What is your site about (content)? How is your site structured? How authoritative is your site (quality and quantity of links)? What you rank for vs. how high you rank on a SERP
  9. 9. ON-PAGE vs. OFF-PAGE On-Page Techniques Off-Page Techniques ● Write good, linkable content that contains your keywords ● Optimize title tags ● Link within your own content ● Ensure site is mobile friendly ● Optimize URL structure ● User & search engine friendly ● Build backlinks ○ Natural ○ Manually built ○ Self-created ● Social media ● Setup & optimize Google My Business ● Guest blog Off-Pae
  10. 10. 3 Google Search Console
  11. 11. GOOGLE SEARCH CONSOLE Impressions | CTR | Position ● Impressions = # of times your site appears in results ● CTR = clicks ÷ impressions ● Position = where your site appears in Google results
  12. 12. GOOGLE SEARCH CONSOLE Top Keyword Queries Tips: ● Look for keywords with less than a 5% CTR but high impression rates ● Make sure the keywords that you rank for are in your title tag ● Once you make changes in your title tag have Google re-crawl your site
  13. 13. GOOGLE SEARCH CONSOLE Backlinks Tips: ● Focus on getting backlinks on websites that have editorial standards ● Be user-centric ● Partner with other websites in your niche ● It’s better to get 100 links from 100 different websites than 1,000 links from the same website
  14. 14. 4 On-Page Optimization Techniques
  15. 15. ON-PAGE OPTIMIZATION Mobile Friendly & Secure Why is it so important? ● More than 50% of searches coming from mobile devices ● Google now penalizing non-mobile, non-secure websites (http versus https) ● Important to the user experience - check performance in Webmaster tools ● Add SSL certificate to get HTTPS secure site ● Voice search considerations
  16. 16. ON-PAGE OPTIMIZATION Keywords Why are they so important? Keywords are one of the main elements of SEO that help prospects find your site. Through keyword research, you can uncover the words and phrases that searchers are using, which you can address on your site. Recommendations: ● Intent matching over exact keyword matching ● Keep close variations of your keyword, related topics, and synonyms in mind
  17. 17. ON-PAGE OPTIMIZATION Title Tags Recommendations: ● Incorporate keyword phrases that best describe the page ● Make each title unique to each page and put important keywords first ● Keep them 50-60 characters long Why do they matter? Titles are the 2nd most important on-page ranking factor and are the main text that describes your online content in a SERP.
  18. 18. ON-PAGE OPTIMIZATION Accessible URLs Why do they matter? URLs that are shorter and easier to read are optimal for search engines to process and appeal more to the average person searching Recommendations: ● Match your URL to your page titles ● Use hyphens to separate words ● Keep them under 60 characters
  19. 19. ON-PAGE OPTIMIZATION Meta Descriptions Recommendations: ● Think of it as “ad copy” ● Include strong call-to-actions ● Add keyword(s) to the first line ● Keep them 120-150 characters long What are they? Short descriptions of what your web page is about. Also acts as the page summary in search results. Impacts who “clicks” into your listing.
  20. 20. ON-PAGE OPTIMIZATION Header Tags Recommendations: ● Incorporate keyword phrases that best describe the page ● Make each title unique to each page ● Keep them 55-65 characters long Why are they important? Headline (H1, H2) tags are the unique headlines of your page that reinforce the key topics that your page is about. Help both Search Engine and Site Visitor quickly determine site content
  21. 21. ON-PAGE OPTIMIZATION Internal Links Recommendations: ● Each page should link to at least one other page on you site, within the text. Anchor Text: use keyword phrases that best describe the destination page ● Avoid “orphan pages” ● Don’t bury pages, 2 click max Why they’re important: Helps users navigate your website and makes it easier for search engine to crawl/index your pages. Anchor text sends signals to user and search engine regarding content of destination page.
  22. 22. 5 Google Local 3-Pack
  23. 23. GOOGLE LOCAL 3-PACK Google Local 3-Pack What is it / why it’s important: ● First thing potential customers see when they search for a product or service. ● Results appear in rotation based on the searcher's IP address & physical location. How to Show in the Local 3 Pack: ● Google My Business ● NAP Data on every page ● Google Reviews
  24. 24. GOOGLE LOCAL 3-PACK Google My Business Recommendations: ● Claim your profile ● Add a long, unique description that's formatted correctly and includes links ● Choose the correct categories ● Upload as many photos as possible including a profile image & cover photo VS.Completed properly Incomplete listing
  25. 25. GOOGLE LOCAL 3-PACK NAP [name, address, phone] Data Why it matters: Google scans for NAP info about businesses to identify real businesses vs spam entities. Google bots appreciate businesses providing up-to-date information, so that results display reliable data to searchers. Recommendations: ● Style your business name one way & one way only ● Include NAP on your website’s contact page, as well as header or footer ● Check your social media pages & other profiles for consistency ● Don’t forget third-party websites
  26. 26. GOOGLE LOCAL 3-PACK Google Reviews Why they’re important: Reviews have a direct impact on local search rankings. You have no control over Google Reviews. Don’t comment on reviews, good or bad. Also consider reviews on your Yelp page (currently used by Apple maps) and other local directory pages.
  27. 27. Need more SEO help? Work with an expert.
  28. 28. BENEFITS COSTS ● Dynamic websites ● Lead-capturing landing pages ● Built-in SEO tools ● Engaging blogs ● Customizable, Ghost-Written Content ● Expert Help ● $0 - $2400 website setup ● $59- $75 monthly ● $499/year content library ● $600 - $1200 Copywriting ● $800 SEO package ● $800 Logo Design Need website help? Contact Twenty Over Ten P: (855) 360-1732 Email: hello@twentyoverten.com
  29. 29. Questions? https://www.linkedin.com/in/samanthacrussell/ marketing@twentyoverten.com https://marketassist.io/ (855) 360-1732
  30. 30. Subscribe Today! blog.twentyoverten.com

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